#1 – Staying Fresh While Thinking Long-Term It’s no secret that content marketers feel pressure to continuously produce more and more content. Nor should they overlook the opportunity to continually refine and refresh that evergreen content. #EvergreenContent is the same way.” — Josh Nite @NiteWrites Click To Tweet You’ll also make it easier to write new future versions that can re-purpose some of that evergreen content you thought to include, altering only the portions that have had significant changes, part of the re-use techniques our CEO Lee Odden has explored. “Using a modular approach will make the repurposing process easier, keyword relevant and meaningful for the audience because topics are driven by an understanding of customer interests, questions and triggers.” — Lee Odden @leeodden Click To Tweet #2 – Experimenting—And Not Only Following The Guidelines of Others There are many fantastic guides available for creating content, from Lee’s guide to making the process more efficient, to MarketingProf’s infographic look at viral content strategy, by some of the smartest marketers and industry influencers alive. Following helpful advice from others while still creating your own unique methods of content creation aren’t mutually-exclusive, however, as some of the best material comes when someone puts their own new twists on the smart techniques already in use, to bring forth something wonderful and new. “Finding trends in what your current customers need can help you answer questions that your prospective customers might be asking, too,” Jessica Best, Director of Data-Driven Marketing at Barkley, has said. By devoting time to regular audience and customer research, you’ll keep a pulse on the changing customer journey. Our own Senior Digital Strategy Director Ashley Zeckman has explored how research tools can help uncover customer needs, another practice that falls into the long-term best-practices category. Open Your Eyes to Better Content Creation By staying fresh while thinking long-term, experimenting with new techniques, and identifying needs through research, you’ll be using often-overlooked tactics to stay a step ahead of the competition and ensure that you’ve got your bases covered for powerful content messaging. Now that you’ve planned and crafted your content, next up in our “Collective Wisdom” series we’ll move on to the art of content promotion.
Welcome to the fourth installment in our multi-part “Collective Wisdom” series of content marketing strategy articles.
In this episode, we’ll take a look at the value of specific strategy practices that are sometimes overlooked or underutilized when it comes to creating strong content, featuring insight and examples from some of the world’s best digital marketers.
We kicked off our series with the planning process in “How to Boost Your Content Marketing Efforts By Planning Ahead,” went forward with content creation in “The Art Of Crafting More Powerful Content: 5 Top Tactics from the Experts,” and then dug even deeper into messaging with “5 Powerful Messaging Tactics For 2019 And Beyond From Marketing Experts.”
Now let’s explore a selection of commonly overlooked methods and tactics used by some of the best in the business for creating engaging and powerful content.
#1 – Staying Fresh While Thinking Long-Term
It’s no secret that content marketers feel pressure to continuously produce more and more content. But in the race to create, the question is: Can your content feature enough time-tested elements that it will still be useful and relevant in a year or two, or even a decade from now? What about 10,000 years from now?
Marketers should never overlook the value in thinking for the long-term and writing material that can offer lasting value. Nor should they overlook the opportunity to continually refine and refresh that evergreen content.
Even pop culture icon Grace Jones recognizes the benefits of smartly planning for the long run.
“There will always be a replacement coming along very soon — a newer, crazier, louder version. So if you haven’t got a long-term plan, then you are merely a passing phase, the latest trend, yesterday’s event.” — @Miss_GraceJones Click To Tweet
While there’s no way to guarantee that all of your content will still be best-practice-worthy 10 years down the line, if you’re crafting content with longevity in mind, you’ll have a head-start in extending its useful content shelf-life.